How to maximise your media events

Stir X Vital Proteins - Overnight Retreat 2025

Last weekend, we hosted an overnight retreat for nearly 50 people on behalf of Vital Proteins, to drive awareness and education around the power of collagen.

Media inboxes are often flooded with event invites, so it's important to stand out by offering not only something newsworthy but a special experience that they'll genuinely enjoy.

Here's a few things we did to set ourselves up for success:

✨ Selected an aspirational venue, The Lakes by YOO, within close proximity to London - and offered all guests a +1

✨ Curated a varied itinerary, focused around collagen and wellness; from paddle-boarding and wild swimming, to a meditative sound bath and a collagen-fuelled dinner / morning smoothies. Also scheduled some all-important 'own time' for guests!

✨ Enlisted in-house nutritionists and experts to bust collagen myths and headline new survey data revealing the nation's perceptions about collagen and its benefits

As a result, we secured attendance from top media and influencers, across health, beauty and lifestyle, including The Sunday Times STYLE, Daily Mail, Women's Health and SheerLuxe.

Holistic health and hydration continues to be a dominating consumer trend - and collagen can be so easily adopted into daily routines. Now full steam ahead on converting coverage!